December 14, 2004, 12:00 AM

Men outspend women on the web--by 15%, survey says

Men who shop online plan to spend $326 on the web this holiday season, 15% more than the $284 women say they intend to pay for services and merchandise on the web, according to an AOL study. 90% of wives think they spend more online than their husbands.

Kurt Peters

Executive Editor

 

Men are outshopping women on the Internet, and their wives don’t even know it, according to an America Online study. Men who shop online plan to spend $326 on web shopping this holiday season, 15% more than the $284 women say they intend to pay for services and merchandise on the web, AOL says. All told, men predicted they’d spend $592 online and off for holiday gifts, compared with $547 for women.

Men aren’t just spending more on the web, either. They’re using the Internet to research or browse products 31 times a month, while women do the same 22 times, the study says. In an average month, men make six online purchases for a total of $204, while women buy on the web five times a month and spend $186.

Price isn’t as much of an issue among men as it is for women when it comes to online shopping. 42% of men shop for luxury goods online, compared with 35% of women. Men can foresee paying as much as $1,751 for a single piece of merchandise on the Internet, while women, on average, set the limit at $787.

Men acknowledge their proclivity for shopping on the Internet but women apparently aren’t aware of their husbands’ web spending. 74% of married men say they do the most Internet shopping in their households, while 90% of married women think, many of them mistakenly, that they outshop their husbands online.

6,220 shoppers participated in the survey, AOL says.

 

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